I used to think repurposing content meant posting the same thing across every platform and calling it a strategy. Or even, dumping one piece of content into a scheduling tool and letting it spit out ten more. In this episode I’m walking through what repurposing content means, because I don’t think it’s as simple as some makes it sound. This is part one of a four part series, so if you’re doing all the marketing and would like a flexible repurposing system instead of 100 pieces generated that you’ll never use, you’re in the right place.
Enjoy the episode!
🧰 I love me a good digital marketing tool. This week’s recommended tool is Quso.ai
Helpful took that generates short form videos from one longer video. You can also schedule your post straight from here to social channels. This tool has one of the simpler interfaces I’ve seen in these types of tools.
🎧 This week’s recommended podcast episode is When You’re Addicted to Thinking (And What to Do Instead) on The One You Feed.
Admittedly I can’t recall what I took away from it but I liked it enough to put it in my ‘Episodes I Like’ playlist. I wish Spotify would let you put notes for things like this. And as I said that I went to look if Spotify by chance does… it doesn’t. But you can comment on episodes so maybe I just comment with my takeaway. I’m sure the host would love to hear it.
If you listen to the book, let me know how you like it!
Find other recommended episodes here.
Other Resource Links
Webinar for Flexible Repurposing System
Listen on Spotify
<iframe data-testid="embed-iframe" style="border-radius:12px" src="https://open.spotify.com/embed/episode/0hTo10KXHwNah8SuAfWVNT?utm_source=generator&si=9cd015a0362a4726" width="100%" height="352" frameBorder="0" allowfullscreen="" allow="autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture" loading="lazy"></iframe>Listen on Apple
<iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;border-radius:10px;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/what-counts-as-repurposing-ep112/id1728291369?i=1000775004806"></iframe>What do you think repurposing means? Does it mean publish your Instagram post over on LinkedIn a different day? Maybe creating one piece of content and uploading it into a tool that publishes it across all your platforms.
That’s one way to look at it. But wait there’s more!
In this episode I’m sharing 3 forms of repurposing, because I don’t believe it’s just posting the same thing across all platforms. And once you hear all the ways, your existing content will look a lot more exciting than it did this morning.
First let’s get clear that repurposing isn’t the same as dispersing content to multiple distribution channels. I mean it is, but it’s also reformatting one form of content into another form of content.
The goal of repurposing is to give your content more life and simplify your content marketing.
First form of repurposing is Format Conversion… going from Audio to Visual.
Take a quote from a podcast episode, something you said that so brilliant you can’t even stand it, or that you know is utterly useful and turn it into a graphic. An audiogram. or A short clip with captions.
This form matters because some people won’t listen to a 30-minute podcast episode but they’ll stop on a 15-second clip in their Instagram feed. You’re making it accessible in a different context.
Second form of repurposing is Compression… turning a longer piece of content into short pieces of content.
Using this form gives you the cream of the crop content points. The ONE sentence someone would screenshot and send to a friend.
Take a 2,444-word blog post. Most of it is context, explanation, examples. That’s important for the blog post. But the thing that makes someone stop scrolling might be that one sentence buried in paragraph four.
Pull that sentence into a pretty post on Pinterest.
The third form is Tone Shifting. Same information, different angle.
Something you wrote in a client proposal that is authoritative and structured can become a casual, conversational newsletter. Works for a different context, a different reader, a different moment in audience’s day.
This one matters especially if you work across more than one channel. Your LinkedIn voice might be slightly more polished than your Instagram voice. Your podcast is looser than your email. It’s super handy for not recreating the wheel.
So: repurposing is format conversion, compression, and tone shifting. Your plan doesn’t have to use all three because it depends on what channels you market on, your energy, and where your peeps are.
But now what do you do with this information? This happens to be the first in a 4 part series on repurposing content.
July 30 I’m hosting a free webinar called Messaging Momentum: A Flexible Repurposing System When You’re the Entire Marketing Department
It was born out of the idea that I’m so sick and tired of everyone saying turn one piece of content into 4,444 pieces. Ew. I don’t want that.
In it, you’ll learn a repurposing approach built for you who is doing all your marketing:
- How to tell which pieces of content are actually worth repurposing, and which ones aren’t
- A short list of tactics that are productive to getting your plan done
- How to separate your content structure from your message, so the plan holds for a quarter while the words inside it stay flexible
- A simple scoring system to sort through your backlog of ideas, so you know what’s worth repurposing and what’s not
This webinar will help you get finished content out the door and published. Be there or be square!
And come back next week where we talk about what keeps us from implementing repurposing. Because for most of us it has nothing to do with not knowing what repurposing is or needing a better system. It’s something else entirely. [duh duh]
Here’s The Takeaway
Repurposing… This is the waaaaay… to extending the life of your content allowing your energy and time for other priorities. And it’s more than just take the same post and plastering them in all the spots. It doesn’t have to feel like more work, just that there’s more options that can work for you.
About This Show
The Get More Website Traffic Podcast covers the strategies, tools, and tactics that help small business owners get more people to their website and turn that traffic into leads. Host Barb Davids breaks it down in plain language every week, with bonus episodes featuring other business owners sharing their expertise on topics that matter to running a small business. Produced by Compass Digital Strategies.
